Internship Report

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I

A DESCRIPTIVE RESEARCH OF CONSUMER PROMOTION, PRICE
PERCEPTION, SERVICE QUALITY, CUSTOMER SATISFACTION, AND
BRAND LOYALTY IN THE CONTEXT OF ROBI AXIATA LIMITED IN
DHAKA

by
Maksudul Amin
ID: 0820215

An Internship Report Presented in Partial Fulfillment
of the Requirements for the Degree
Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESH
April 2012

II

A DESCRIPTIVE RESEARCH OF CONSUMER PROMOTION, PRICE
PERCEPTION, SERVICE QUALITY, CUSTOMER SATISFACTION, AND
BRAND LOYALTY IN THE CONTEXT OF ROBI AXIATA LIMITED IN
DHAKA

by
Maksudul Amin
ID: 0820215

has been approved
April 2012

_______________________
Ms. Momtaj Khanam
Senior Lecturer
School of Business
Independent University, Bangladesh

III

23rd April, 2012

Ms. Momtaj Khanam
Senior Lecturer
School of Business
Independent University, Bangladesh

Subject: Letter of Transmittal

Dear Madam,
With great pleasure, I submit the Internship Report on “A descriptive research of consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty in the context of Robi Axiata Limited in Bangladesh”. I expect this report to fulfill the requirements of my internship program (BBA 499A) at Robi Axiata Limited.

I have put in my best efforts to make this report a success. I have followed all the criteria and guidelines you provided me to prepare this report. However, I am sure that this report could have been a more superior one, if it had not been my first time to conduct such a descriptive study. However, this has obviously been a great source of learning for me to conduct similar research studies in future.

I would like to express my sincere gratitude to you for your guidance and suggestions in preparing the report. I will be happy to provide any further explanation regarding this research report if necessary. Thank you for providing me with this great opportunity and guiding us throughout the preparation of this report.

Sincerely,

Maksudul Amin
ID: 0820215

IV

Acknowledgments
This is my humble attempt to present gratitude in writing. I have truly drawn upon my own experience as student of B.B.A. I have received help from number of persons in preparing this report and would like to thank them all.

First and foremost, I commit myself grateful to Almighty God for his unlimited kindness and maximum helpful hand in continuing my report preparation.

Then, I would like to take the opportunity to express my sincere gratitude and respect to Ms. Momtaj Khanam for supervising me to prepare this report. In spite of her busy work schedule, she had kindly agreed to talk to me, guide me and I would like to express my heartfelt gratitude for that.

I am also deeply thankful to the organization, Robi Axiata Limited to give me the opportunity to experience my internship with them and also want to show my gratitude to Mr. Fahad Mahmud, General Manager, SCM Strategy and Analysis for his tremendous support down the journey and all other people who have helped in preparing this report with guidance and necessary information.

Sincerely,

Maksudul Amin
ID: 0820215

V

Table of content

Contents

Executive Summary
1.0 Introduction
2.0 Statement of the Problem
3.0 Purpose of the Study
4.0 Limitations
5.0 Literature Review
5.1 Advertising
5.2 Customer’s Perceived Value
5.3 Service Quality
5.3.1 Dimensions of service quality
5.3.1.1 reliability
5.3.1.2 responsiveness
5.3.1.3 tangibles
5.3.1.4 empathy
5.3.1.5 assurance
5.4 Customer Satisfaction
5.5 Customer Loyalty
6.0 Methodology
6.1 Research Design
6.2 Research Approach
6.3 Sampling Method
6.4 Survey Instrument
6.5 Data Collection
6.6 Data Analysis Procedure
7.0 Org chart of Robi Axiata Limited
8.0 Products & Services Offered by Robi Axiata Limited
8.1 Products Offered
8.1.1 SIM Cards
8.1.2 Regular Users
8.1.3 Corporate/Business Users
8.1.4 Small Business Users
8.1.5 Rural Users...
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